INSTAGRAM ADVERTISEMENTS AND IGNATIUS AJURU FEMALE UNDERGRADUATES’ PATRONAGE OF THRIFT CLOTHING

ABSTRACT This study investigated the influence of Instagram advertisements on the patronage of thrift clothing among female undergraduates of Ignatius Ajuru University. The objectives of the study were to analyse the level of awareness of Instagram advertisements among female undergraduates in Ignatius Ajuru University, the perception of respondents on Instagram advertisements of thrift clothing, the level of thrift clothing patronage among respondents as a result of Instagram advertisements and the role of advertisement features (visuals, influencers, caption) in attracting respondents to thrift fashion. The study was theoretically anchored on the Uses and Gratification Theory and the Source Credibility Theory and the study employed a survey research design. The study had a population of 9,000 and a sample size of 370. Using simple random and quota sampling techniques, five faculties were selected for the study. The questionnaire was used as the instrument for data collection and findings reveal that female undergraduates are highly aware of thrift clothing advertisements on Instagram and they feel that thrift clothing is trendy. It was also noted by respondents that these advertisements significantly affect their purchase decisions, especially with the use of influencers and catchy visuals. Based on these findings the following recommendations were made: Thrift sellers or fashion brands should maintain and intensify their advertising efforts on Instagram, since the awareness level is high, they should continue to design trendy and creative adverts, seek ways of strengthening their call to action strategies ( discounts and limited time offers) within adverts and combine high-quality visuals with well-detailed captions and continue to collaborate with influencers since this mix has proven to be effective.